HOSPITALSDIGITAL MARKETING

GOOGLE RESEARCH INSIGHT▸ 84% of patients use both online and offline sources for hospital

research.▸ Search drives nearly 3x as many visitors to hospital sites

compared to non-search visitors.▸ Patients primarily search on symptoms and condition terms

towards the moment of conversion.▸ 44% of patients who research hospitals on a mobile device

scheduled an appointment.▸ 53% of patients who did not watch a hospital video were

unaware they existed.

HOW CAN I USE THIS OPPORTUNITY?▸ If you are looking for where to start, then you can

focus on these follow options

Responsive Website

Search Engine Optimisation

Content Marketing

Building Community

WHY RESPONSIVE WEBSITE?

Mobile users on the rise

Social media increases visitors

Improved SEO ranking

Adapting to multiple devices & sizes

Adaptive site - less cost more ROI

Better user experience

More conversions Less bounce rate

More Prospective customers

Effective marketing method

Efficient

More visibility

Less maintenance and hassle free

SIGNIFICANCE IN HEALTHCARE▸ Health-care marketers like Mayo Clinic are building responsive

sites that emphasize the mobile experience as consumers look for quick and easy access to wellness advice. Its pregnancy app, for example, is designed to be a companion for mothers from childbirth through their babies' first few months. And the clinic's patient app allows people to book appointments and access their health information.

▸ Telemedicine, in which patients receive treatment via video calls, also has a growing presence in the industry (see story below). Smartphones with advanced video capabilities, like high-definition cameras, make it increasingly possible for patients to connect with quality doctors outside of their region and receive diagnoses. Telemedicine also cuts costs for hospitals and patients, which is why more health-care companies are offering this type of support.

SEARCH ENGINE OPTIMISATION

▸ According to the research report from Google on how people research hospitals, some 77% of potential patients turn to a search engine and 76% look at an organization’s website — the most engagement, by far, with any marketing channels.

Optimisation of your hospital website and investing on paid ads become vital

BENEFITS OF SEARCH ENGINE OPTIMISATION

Increased Traffic

ROICost

effectiveness

Increased site

usabilityBrand

Awareness

CONTENT MARKETING▸ Hospitals have people eager for very specific content

(information about medical conditions) and in-house experts who can provide it (doctors, nurses, administrators, etc.).

So Content marketing becomes important. The format of this content isn’t the most important thing. It can be presented in a blog post, article, video, or even infographic. What’s essential is that it is informational and useful.

BENEFITS OF CONTENT MARKETING

▸ Higher visibility in search engine

▸ More referral and social media traffic

▸ Improved Brand reputation▸ Tighter patient/reader

relationship▸ Increased conversation

potential▸ Higher perceived expertise and

authority▸ Decreased marketing cost

A BRAND IS NO LONGER WHAT WE TELL THE CUSTOMER IT IS, IT IS WHAT CUSTOMERS TELL EACH OTHER IT IS

Scott Cook

More than in any other field, the power of the testimonial is key in health care, as patients and families researching diagnoses often turn to patients with similar experiences. Social media gives hospitals and clinics the chance to share patient stories and connect consumers.

BUILDING COMMUNITY

BENEFITS OF BUILDING A COMMUNITY

Build Brand loyalty

Selling without “Sell”

Fresh Content

Patient retention

and engagement

Simple and cost

effective

THANK YOU A.Rachel Joy

BIM, Trichy